Netflix says generative AI was used in the production of roughly 300 titles on its platform.
The company confirmed the figure during its second-quarter earnings report that was published on July 16. In the report, the company noted that generative AI is being implemented in all stages of the production process, from the concept and pre-visualization phases to post-production.
Some of the Netflix titles that use this technology include the Indian sports thriller series Glory, the Brazilian soccer miniseries Brasil 70: A Saga do Tri and the docuseries The American Experiment (pictured above). Netflix has argued that generative AI helped create “highly complex sequences” involving crowds, battle scenes and establishing shots.
“We are increasingly leveraging these tools to deliver higher quality output more quickly and at a lower cost than traditional methods,” the company said. “In some cases, productions would have had to leave out key shots and sequences in the absence of GenAI technology.”
Of course, many people will be put off hearing about this, given the general anti-GenAI sentiment due to how it routinely steams from human-created art while also contributing to the wider negative environmental impact of AI data centres. We’ve also seen data video games on Steam, where it’s required to disclose generative AI use, lose up to 53 per cent of revenue when people see they feature the tech.
Outside of GenAI, Netflix reported US$12.56 billion (about US$17.64 billion) in revenue, up 13.4 per cent year over year. The company also addressed a recent Bloomberg report that many users were dropping off Netflix shows after their first season. According to the streamer, “time spent is just one aspect of strong engagement” and that “quality and variety also matter.” It also cited its latest What We Watched report in which it revealed that people watched 97 billion hours on Netflix in the first half of 2026, up two per cent year over year.
Image credit: Netflix
